Land Rover is one of the world’s greatest vehicle brands. It was established in 1948 to produce one vehicle. This was an export vehicle and was, therefore, a global car by design. Founded on utility and versatility, Land Rover has since undergone a significant evolution under several different owners. The brand was bought by Ford’s Premium Automotive Group, who set ambitious growth targets.
In 2000, the Land Rover brand was repositioned as a premium 4x4 brand founded on fulfillment of the spirit of adventure and the ability to seek experiences “because you can.”
As a result of ownership changes, the Land Rover corporate identity was inconsistent and visual equities were inadequate. Only the brandmark and the color green were recognizable as identity elements.
Additionally, the Land Rover identity was outdated and required alignment with the premium brand positioning to meet the challenges of a highly competitive market and the introduction of several new vehicles.
The challenge was to develop a more prestigious identity that delivered the spirit of adventure. The identity would require consistent application across many touch points.
There was a need to reduce the amount of the old, green and muddy Land Rover in the brand identity and introduce more distinctive and prestigious cues.
The brand architecture was rationalised, and a varied and prestigious colour palette was introduced, along with corporate fonts, a tone of voice, an imagery style, and comprehensive brand guidelines.
This new premium and prestigious repositioning helped Land Rover achieve all its financial targets the following year.